Browse > Article
http://dx.doi.org/10.29049/rjcc.2018.26.6.888

Artistic expression in fashion film of Prada  

Beom, Seo Hee (Dept. of Fashion Design, Sungkyunkwan University)
Yim, Eunhyuk (Dept. of Fashion Design, Sungkyunkwan University)
Publication Information
The Research Journal of the Costume Culture / v.26, no.6, 2018 , pp. 888-898 More about this Journal
Abstract
The purpose of this study was to review and establish the two concepts of art film and artistic expression in Prada fashion films, through a literature review of domestic and international case studies, as a form of luxury branded content, Prada fashion films are considered to artistic film genre. For the study, aesthetic expression in art films as discussed in the previous research was divided into four types. The study method was to review fashion / art films from the founding of YouTube, specially, works that used digital images from Thunder Perfect Mind, which was introduced in Prada in 2005, to Nylon Farm in 2018, stylistic features were searched by film. In addition, for this study, fashion film was analyzed based on the typology of art films. The following conclusions regarding artistic expression were drawn from this study : First, the Prada fashion films represent a transition to advanced art through a conceptual approach. Second, the causal relationships personality psychology can be cited through the disturbed and fragmented narrative lines. Third, the films help people identity Prada's aesthetics by humanizing the luxury brand. Fourth, the films are a feature of serialization.
Keywords
Prada; luxury; fashion film; art;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Lee, J. K. (2015). Analysis of consumers' attitudes toward advertisement based on the differences of fashion film types. Unpublished master's thesis, Hongik University, Seoul, Korea.
2 Lee, Y. S. (2016). 폴 리쾨르 [Paul Ricoeur]. Seoul: Communicationbooks.
3 Lipovetsky, G. (2007). Modern and post modern luxury. In J. Brand, & J. Teunissen (Eds.), Fashion & accessories (pp. 28-41). Arnhem: ArtEZ Press.
4 Mau, D. (2015, May 20). Fashion films: What works and what doesn't. Fashionista, Retrieved May 5, 2018, from https://fashionista.com/2015/05/fashion-films
5 Menkes, S. (2010, May 17). Fashion films become the hottest new accessories. The New York Times, Retrieved May 5, 2018, from http://www.nytimes.com/2010/05/18/fashion/18iht-fcurves.html?_r=o
6 Michaud, Y. (2015). El nuevo Lujo: Experiencias, arrogancia, autenticidad [The new Luxury: Experiences, arrogance, authenticity]. Buenos Aires: Taurus.
7 Neale, S. (1981). Art cinema as institution. Screen, 22(1), 11-40. doi:10.1093/screen/22.1.11   DOI
8 Park, B. Y. (2018). Brand identity represented in fashion film. Unpublished master's thesis, Konkuk University, Seoul, Korea.
9 Prada. (2010, January 17). PRADA THUNDER PERFECT MIND [Video file]. Retrieved March 11, 2018, from https://www.youtube.com/watch?v=8HVb_2ElxaM
10 Prada. (2012, May 22). PRADA presents "A THERAPHY" [Video file]. Retrieved March 11, 2018, from https://www.youtube.com/watch?v=-gl-kaGumng
11 Prada. (2015a, April 7). THE POSTMAN, Prada 'The Postman Dreams' [Video file] Retrieved March 11, 2018, from https://www.youtube.com/watch?v=vh-3Fk-lSyA
12 Prada. (2015b, April 15). THE BETTLEFIELD, Prada 'The Postman Dreams' [Video file]. Retrieved March 11, 2018, from https://www.youtube.com/watch?v=As58ud6ueJw
13 Berger, J. (2012). Ways of seeing (M. Choi, Trans.). Paju: Youlhwadang. (Original work published 1972)
14 Chang, Y. M., & Suh, S. (2017). The type of format and content expression of fashion film. Journal of Fashion Business, 21(2), 45-60. doi:10.12940/jfb.2017.21.2.45   DOI
15 Cisco. (2017, July 11). 시스코 '2016-2021 비주얼 네트워킹 인덱스(VNI)' 보고서 발표...2021년 전 세계 IP 트래픽 3배 증가 [Cisco released the report '2016-2021 Visual netwarking Index (VNI)'...the worldwide IP traffic increase threefold in 2021]. Retrieved March 9, 2018, from https://apjc.thecisconetwork.com/site/content/lang/ko/id/7821
16 Stephenson, R., & Debrix, J. R. (1990). The cinema as art (D. Y. Song, Trans.). Seoul: Youlhwadang. (Original work published 1973)
17 Prada. (2015c, April 23). THE TREE, Prada 'The Postman Dreams' [Video file]. Retrieved March 11, 2018, from https://www.youtube.com/watch?v=U59C2FFhJio
18 Prada. (2016, November 17). PRADA presents "PAST FORWARD" by David O. Russell [Video file]. Retrieved March 11, 2018, from https://www.youtube.com/watch?v=cT1ig--vr5o
19 Prada. (2017, November 27). THE Bogey - The Postman Dreams 2 [Video file]. Retrieved March 11, 2018, from https://www.youtube.com/watch?v=kmdNGPmTqt0
20 Prada. (2018, May 28). Prada Nylon Farm - Ep. 01 [Video file]. Retrieved March 11, 2018, from https://www.youtube.com/watch?v=2syd16e0_Tw
21 Uhlirova, M. (2013). 100 years of the fashion film: Frameworks and histories. Fashion Theory, 17(2), 137-157. doi:10.2752/175174113X13541091797562   DOI
22 Hong, J. H. (2015). Genre formation and mode of narration of the art cinema. The Journal of Image and Cultural Contents, 8, 121-142.
23 Diaz Soloaga, P., & Garcia Guerrero, L. (2016). Fashion films as a new communication format to build fashion brands. Communication & Society, 29(2), 45-61. doi:10.15581/003.29.2.45-61   DOI
24 Freidman, V., & Morris, W. (2016, November 17). When Miuccia Prada met David O. Russell. The New York Times, Retrieved May 5, 2018, from https://www.nytimes.com/2016/11/17/fashion/prada-david-o-russell-tale-of-thomas-burberry-fashion-films.html?_r=0, 2016/11/17
25 Hayward, S. (1996). Key concepts in cinema studies. London: Routledge.
26 Kalb, I. (2013, May 1). The teen 'Hauling' craze is the best free advertising that brands can ask for. Business Insider, Retrieved May 5, 2018, from https://www.businessinsider.com/marketers-that-think-hauling-is-what-trucks-do-should-read-this-2013-4
27 Kansara, V. A. (2010, December 2). Nick Knight says heart and mind are the key to fashion imagemaking. The Business of Fashion, Retrieved May 5, 2018, from https://www.businessoffashion.com/articles/people/fashion-pioneers-nick-knight-says-heart-and-mind-are-the-key-to-fashion-imagemaking
28 Kim, S. M., & Kim, Y. K. (2013). Innovations in brand communication based on the spread of digital fashion films: Focusing on fashion shows and digital media. Journal of Fashion Design, 13(1), 129-140.
29 Kim, S. N. (1995). 한국 영화작가 연구: 나운규의 민족영화에서 김수용의 현대영화까지 [Study of Korean filmmakers]. Seoul: Yenny Press.
30 Kwon, J., & Yim, E.-H. (2016). Characteristics and categorization of fashion films. Journal of the Korean Society of Costume, 66(4), 128-145. doi:10.7233/jksc.2016.66.4.128   DOI